娱乐休闲消费中的沉浸体验及其作用研究  

On flow experience in consumption of entertainment and leisure

作　　者：曹花蕊[1] 韦福祥[1] 

机构地区：[1]天津师范大学管理学院,天津300387

出　　处：《天津师范大学学报（自然科学版）》2017年第6期71-75,共5页Journal of Tianjin Normal University：Natural Science Edition

基　　金：国家自然科学基金资助项目(71472136;71102032);天津市哲学社会科学规划资助项目(TJGL15-043;TJGL15-045)

摘　　要：本文基于已有沉浸体验相关研究,针对娱乐休闲消费活动,建立了顾客沉浸体验的影响因素和作用模型;通过对DIY、旅游、卡拉OK 3种典型娱乐休闲消费的顾客调研,采用结构方程进行了模型检验;并且分别检验了DIY、旅游、卡拉OK子样本的模型稳定性.结果表明:挑战与能力平衡、活动的结构性、环境设备都能够促进消费者进入沉浸体验状态,同时,沉浸体验能够使顾客情绪变得更加积极,直接激发顾客积极的后续行为.基于研究结果,为从事娱乐休闲消费活动的企业提高顾客沉浸体验、改善顾客购后行为提出了建议.Based on existing researches on flow experience, the factors and impact mechanism model on flow experience in consumption of entertainment and leisure is constructed. By consumer investigation for three kinds of entertainment and leisure, including DIY, tour and Kalaoke, the model is tested by using structural equation. And the stabilities of the models for subsamples of DIY, tour and Kalaoke are tested, respectively. The results show that, balance of challenge and capacity, constitutive property of project and environmental unit can entrance the consumer into flow experience. And meanwhile, the flow experience makes the consumer＇s emotion more positive, directly motivates the consumer＇s subsequent conduct. Based on the results, some suggestions on enhancing the flow experience and improving the post-purchase behavior are put forward for the enterprises engaged in entertainment and leisure consumption.

关 键 词：娱乐休闲消费 沉浸体验 DIY消费 旅游消费 卡拉OK消费 

分 类 号：F272[经济管理—企业管理]